The rapid growth in the number of High Net worth Individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living. The discerning and demanding consumer expects the best of class and experience in everything, be it in the living or the bathroom space.
As a brand which denotes the pinnacle of European craftsmanship and indulgence, Queo’s latest campaign celebrates this tradition and philosophy. The campaign, conceptualized by Dentsu One, narrates Jacqueline’s journey and her quest for the best-in-class bathroom experience.
The ‘NOTHING LESS WILL DO’ campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life. It is not just a showcase of the Queo world but a testament to the uncompromising standards of living and a mood of indulgence that the brand stands for.
The campaign recreates a life of grandeur and an affluent lifestyle. Delivered brilliantly by Bollywood star Jacqueline Fernandez, the brand ambassador for Queo, the films show her playing a woman who wants the best or nothing. As it says in the story, for the ones who value luxury, ‘NOTHING LESS WILL DO’.
The first of the two-part series takes off with Jacqueline Fernandez refusing to stay in a 7 star hotel because the bathroom was not good enough. This raises a lot of eyebrows and becomes national news with newspapers covering the walk-out.
The film leverages Jacqueline’s attitude as someone who lives and breathes the values of the brand. Aptly titled, ‘The Walkout’, the film begins with the controversial walkout picture of the star and then goes on to show Jacqueline walk into her ultra-luxurious world of Queo bath lounge. In the background, her manager gives a point of view on the controversial walkout and talks about Jacqueline’s absolutely uncompromising attitude. The star flings her ill-fitting shoe off before indulging with it. This film celebrates the ability to get things. The launch film showcases the newly launched F-Courbe series, with one of its kind wash basin whose curves never meet and the second film showcases the Smart Tap shower that works in sync with Amazon Echo.
On the launch of the film, Manish Bhatia, President Building Products Division, HSIL Limited, said, “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualized by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”
Speaking about the campaign Titus Upputuru, National Creative Director, Dentsu One, said, “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline.”
Fernandez, who begins the campaign by walking out of a 7 star hotel. The films depict pure luxury, be it in the art direction, the costume design or the music. “I’m extremely excited to continue my association with Queo. The brand epitomizes true indulgence and luxury and I admire their quality and attitude of not settling for mediocrity, in order to provide unparalleled experiences to their customers”, said brand ambassador Jacqueline Fernandez.